to getting found online

The

Adam Wallace, Director, October 2011Image: Flickr/rays of light/ SpecialKRB

What you will learn in the next 2 hours

1. Three factors that will increase your website revenue

2. Five things you should be able to answer about your online marketing

3. The four corner stones to profitable keywords4. How to perform basic keyword research5. How to optimise your website for these keywords6. Tools that can help speed up the process7. Solutions for monitoring performance and

identifying opportunities

Pick meI’ve got more ROI

I’m the cool kid

Didn’t you have

a business to run?

Imgae:Flickr/Confused/Kristian D.

Don’t you wish you had one of these...

SEO ALERT!

Poor Keyword choiceYour are missing out of 567

targeted visitors! Route recalculation...

Well guess what...

Client Hidden

ClientKeywordsHidden

A Digital Dashboard like this

Is easy to setup & will put you

back in control

But lets back it up a step...

3Attract

ConvertEngage

BUY

Online Marketing in 3 words

3Discover three factors

That will determine if your website will

The amount of people your website attractsFactor 1.

How many you convert to salesFactor 2.

$

$ $

$

The value can you generate per customerFactor 3.

$

$ $

$

Recap: 3 website factors to increase profit

1. Attract more website visitors

2. Improve your conversation rate

3. Increase the average customer value

smallThere’s a problem

we create as much information in

as we did from the dawn of man

through to 2003 Eric Schmidt – CEO Google

two days now

Image:Flickr/Confused/Kristian D.

ATTENTION!Is in very short supply.

(And if that wasn’t enough, Google changes it’s algorithm 150+ times per year!)

Action planFocus

Persistence

You need 3 things

To cut through

The NOISE

Little Things

Big Results

This might

hurt

A little..

Image: Flickr/Beaker!/hyku

Get a Digital Marketing Plan!Recom

mended

Source: http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/

5 Things You Should Know About Your Online Marketing

1. What Keywords Are You Ranking For And Are These Of Value?

2. What Is The Conversion Rate Of Your Website?

3. How Much Organic Non-Branded Traffic Is Your Website Receiving?

4. What Is Your Current Cost Per Acquisition (CPA)?

5. Do You Have A Social Media Presence?

Search Engine Marketing

PAID SEARCH~20% of clicks

Organic / Free Search

~80% of clicks

The Relationship Between SEO and SEM

Source: http://mcanerin.blogspot.com/2007/11/3-pillars-of-seo-sem-and-their.html

SEM SEO

How Much is a Google Top Spot Worth?

Moving up to the top spot in Google from second or third could triple visits to your website!

Image: Flickr/ Aussie money notes/ vagawi

Keyword Targeting

“It’s the little things that are most important. Little things make big things happen” - John Wooden

What really matters?

Quailty of copywriting

Proper Keyword Selection

SEO Ranking of Keyword45%

45%

High converting website keys

10%

Ready to buy...we want this guy >>

4. High commercial intent (is someone actually looking to buy)

1. Good search volume

2. Commercial value – (Use AdWords CPC)

3. Low enough competition

4 Cornerstones of Keyword Research

Image: Flickr/ Aussie money notes/ vagawi

Seed Keyword

Generate List

Filter

CombineCheck Competition

Check Rankings

Weight & Assign

Keyword Research Framework

Sources for Keywords

1.Your Google Analytics account – How to extract all keywords

2.Your Competitors website3.Google AdWords4.Google Insights for Search5.www.alexa.com6.www.wordtracker.com7.www.seomoz.org 8.Your customers

Flickr/ Waterfall/ rmuilwijk

Review page titles and descriptions

Page Title

Page Description

Site:your-competitors-website.com

Check out your competitors

Do your competitors run paid search Ads?Check out their AdWord keywords

and the duration the Ad has been running = $

Use Google AdWords to generate keywords

Keyword Pad to Filter Keywords

http://www.goodkeywords.com/keyword-pad/

Consolidate your top keywords and weight them

You will need to software to properly work out the level of difficulty to rank for a keyword

Determining how hard it is to rank for a keyword

To estimate keyword difficulty, you will want to know as a minimum:

• The number competing web pages• The top ten search results• The number of external links and the number of root domains

pointing links to each ranking page• Page Authority and Domain Authority of each ranking page• The general level of on-page optimization for each ranking page

Consider investing in an SEO tool or using a SEO agency to assist with this process. Two paid tools are:www.marketsamurai.comwww.SEOmoz.orgOR search Google for “free keyword difficulty check”

Map each keyword to a page

1. Keyword must appear in the title tag in the starting headline. 2. Keyword must appear in the URL.3. Keyword must appear in H1,H2 and H3 tags.4. Keyword must appear in the first sentence.5. Keyword must appear in the last sentence.6. Keyword must appear 2% to 4% of the time.7. At least ONE outbound link to internal page with Keyword as

anchor text. 8. At least ONE outbound link to reputable external page such

as Wikipedia.9. Remove all junk and unrelated outbound links.10.Add at least 1 image with ALT text set to keyword. 11.Have BOLD, Italic and underline of keywords. 12.Nothing less than 500 words of relevant content.

Optimising your content

Source: “Complete SEO Guide” Infographic from BloggingPro.com

Use Software to help you optimise your page WP SEO for WordPress

How does your website score per page?

90% of small businesses don’t do this...which makes things easier for you

Client Hidden

• Very targeted Local keyword? - Yes(you’ll have to trust me on that one)• Traffic potential? –Opportunity a #1 position could bring in 36% of 880 = 316

visitors or 532% increase! (Currently only receiving 50 visits for a #4 spot)• Low bounce rate? – Yes• Good on page optimisation? – Yes• No back links for keyword- ProblemSolutions (all from one keyword): 1. Start linking building for that keyword and further improve on page optimisation.2. Split test the page to look for opportunities to increase conversion rates

Use a Digital Dashboard to decide what to focus on

----------- Brisbane

Keyword rich links

Source: “Complete SEO Guide” Infographic from BloggingPro.com

Did you read this bit?

Source: “Complete SEO Guide” Infographic from BloggingPro.com

Sources for links

What anchor text is being used for each link?

www.mywebsite.com

Your WebsitePeople linking to you

Beach caravan park

What links do your competitors have? Find out - www.opensiteexplorer.org

Link on your target keyword phrases

Don’t over do it – keep it natural looking

Link Building (Off Page SEO)

www.opensiteexplorer.org

Useful indicator to see the links you need to outrank a competitor for a keyword

Find those inbound links

What keyword anchor text is being used (none in this case)

It’s worth staying above the line

Source: “Complete SEO Guide” Infographic from BloggingPro.com

http://www.MyWebSchool.comfor help and training

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Connect with me!

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twitter.com/UntangleMyWeb

au.linkedin.com/in/AdamWallacePhoto: Flickr/Thank You/ eunmind

http://www.untanglemyweb.com